Hotel promotions in Singapore, Malaysia, & Indonesia
This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels. Promotions, being traditionally one of the four pillars of marketing, s...
Saved in:
Main Authors: | , , |
---|---|
Other Authors: | |
Format: | Final Year Project |
Language: | English |
Published: |
2013
|
Subjects: | |
Online Access: | http://hdl.handle.net/10356/51512 |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Institution: | Nanyang Technological University |
Language: | English |
id |
sg-ntu-dr.10356-51512 |
---|---|
record_format |
dspace |
spelling |
sg-ntu-dr.10356-515122023-05-19T05:44:57Z Hotel promotions in Singapore, Malaysia, & Indonesia Aw Yong, Michelle Min Yie Chua, Lynette Cheng Yin Koh, Jin Kiat Nanyang Business School Roberta Wong - Leung DRNTU::Business This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels. Promotions, being traditionally one of the four pillars of marketing, seems to be an area not really covered in its full glory in the marketing mix of most hotels. There is extreme emphasis on product, both in the tangible and intangible areas; pricing, where it is seen as a major competitive force, and distribution, the old cliche about the importance of location, location, location requires no repetition. In the three countries studied, promotions seem to be secondary and most of the promotions undertaken were on a reactive basis, though there are more promotional programmes that are now more proactive in nature. Promotions should be an integral part of the marketing mix of any hotel as communications from the service provider to the customer ~ past, present or potential is crucial to ensure success. We have approached this study from the point of view of the customer as we feel that the customer is of the utmost importance to a business. Indeed, without customers, no business can survive. Hence, the customers are the ultimate determinants of the success of hotels promotional efforts. In addition to the analysis of the current promotional practices, this research also seeks to forecast possible future trends in promotional methods and media in the hospitality industry. Hence, this research could be used as a reference for determing the possibie means with which hotels could reach their target customers more effectively and efficiently in future. BUSINESS 2013-04-04T04:30:13Z 2013-04-04T04:30:13Z 1996 1996 Final Year Project (FYP) http://hdl.handle.net/10356/51512 en Nanyang Technological University 166 p. application/pdf |
institution |
Nanyang Technological University |
building |
NTU Library |
continent |
Asia |
country |
Singapore Singapore |
content_provider |
NTU Library |
collection |
DR-NTU |
language |
English |
topic |
DRNTU::Business |
spellingShingle |
DRNTU::Business Aw Yong, Michelle Min Yie Chua, Lynette Cheng Yin Koh, Jin Kiat Hotel promotions in Singapore, Malaysia, & Indonesia |
description |
This project purports to study the finer details of the promotions strategies of hotels in Singapore, Malaysia, and Indonesia. In each country, we will attempt to draw the differences between the 3-star and the 5-star hotels.
Promotions, being traditionally one of the four pillars of marketing, seems to be an area not really covered in its full glory in the marketing mix of most hotels. There is extreme emphasis on product, both in the tangible and intangible areas; pricing, where it is seen as a major competitive force, and distribution, the old cliche about the importance of location, location, location requires no repetition. In the three countries studied, promotions seem to be secondary and most of the promotions undertaken were on a reactive basis, though there are more promotional programmes that are now more proactive in nature. Promotions should be an integral part of the marketing mix of any hotel as communications from the service provider to the customer ~ past, present or potential is crucial to ensure success.
We have approached this study from the point of view of the customer as we feel that the customer is of the utmost importance to a business. Indeed, without customers, no business can survive. Hence, the customers are the ultimate determinants of the success of hotels promotional efforts. In addition to the analysis of the current promotional practices, this research also seeks to forecast possible future trends in promotional methods and media in the hospitality industry. Hence, this research could be used as a reference for determing the possibie means with which hotels could reach their target customers more effectively and efficiently in future. |
author2 |
Nanyang Business School |
author_facet |
Nanyang Business School Aw Yong, Michelle Min Yie Chua, Lynette Cheng Yin Koh, Jin Kiat |
format |
Final Year Project |
author |
Aw Yong, Michelle Min Yie Chua, Lynette Cheng Yin Koh, Jin Kiat |
author_sort |
Aw Yong, Michelle Min Yie |
title |
Hotel promotions in Singapore, Malaysia, & Indonesia |
title_short |
Hotel promotions in Singapore, Malaysia, & Indonesia |
title_full |
Hotel promotions in Singapore, Malaysia, & Indonesia |
title_fullStr |
Hotel promotions in Singapore, Malaysia, & Indonesia |
title_full_unstemmed |
Hotel promotions in Singapore, Malaysia, & Indonesia |
title_sort |
hotel promotions in singapore, malaysia, & indonesia |
publishDate |
2013 |
url |
http://hdl.handle.net/10356/51512 |
_version_ |
1770565267794952192 |